PANJIM: One of the rather disheartening developments in the recent past has been the gradual decline or disappearance of the quintessential Goan brand. Goan brands like Top Cola, Goldfish, Hanging Soap, Zen, Arlem and Belo have disappeared from the market, either due to an absence of adequate funds to fight the tough fight or an absence of motivation on the part of the next generation. There are however exceptions. Brands that stay alive due to a strong emotional connect with its target audience.
Kings Beer by the Impala Distillery and Brewery Ltd promoted by Monte Cruz made a mark for itself in the Goa market for over 25 years. However like a lot of things in life, change is constant. In 2015, the Viiking Group with interests in sectors as diverse as hospitality, media and entertainment, health and fitness to name a few paid Rs 90 crore and purchased the popular pilsner beer.
Asked why he had purchased the brand, Sachiin Joshi, chairman, Viiking Ventures said the brand having been present for almost 25 years had developed a reputation for being a very good beer. It had, he said the potential to grow internationally. It was the only Pilsner in the country and he loved the taste. An opportunity presented itself and he purchased it.
The State may be one the smallest in the country but it certainly punches well above its weight. The State consumes approximately 6 million cases a year. A large percentage of that sale is generated during the tourist season. According to Sachiin, the sale of beer is increasing during the rest of the year but with the number of tourists fluctuating, the market he felt was stagnant. Beer consumption is generally popular amongst the youth aged between 18 and 30. Asked what the per capita consumption of beer in the State was he said it was good and was much more than soft beverages in the State. To ensure his product reaches the corners of the State as well as Mumbai, he intends to structure the marketing and distribution which he admitted was a big challenge for the earlier owners. The response he said had been great and the growth had been organic without the company having done anything special. In the next five years his goal was to take the product to as many parts of the world as possible and distribution would be the focus. Kings is now also available in cans in addition to the familiar bottles that made it popular with locals and tourists.
Given the nature of small towns, villages and states, there is always greater connect with things that are from its soil. Asked how he intended to ensure the connect stayed he said “Well…the brand is Goan and I respect their sentiment. It’s all the more reason to make the bond stronger. I have brought in few changes in the brand packaging; made it more authentic, also kept the pricing in such a way that Goans make their favourite brand the largest.” The brand, Sachin said had huge perceptions but for various reasons was not managed well. Since the acquisition, he said, sales had been increasing, though he refused to give numbers.
Perhaps in that lies a tale of encouragement for other Goa brands struggling to survive or contemplating closure.
